Merle Norman celebrates 95 years in business

ST. JOSEPH, Mo. (KQTV) — A longtime staple of the local beauty scene is marking a major milestone, as Merle Norman Cosmetics is celebrating 95 years in business.

The company was founded in 1931 by a female chemist who began making skincare products on her stove before partnering with her nephew to launch the brand.

Owner Jenny Milbourne noted that Merle Norman began franchising almost immediately during the Great Depression, a time when women rarely owned businesses or even had checking accounts.

“That’s kind of cool, women were owning their own businesses,” Milbourne said.

The Saint Joe location first opened downtown in 1957, later moving to the Belt Highway near the mall, where it operated for 53 years before relocating to its current home in 2023.

Milbourne said the brand has endured by evolving with the times while staying true to its roots.

Merle Norman still operates its own research and development facilities in Los Angeles and continues to manufacture in the U.S. Recent product launches include plant-based lines and perfumes, though the company’s commitment to quality and personal customer service remains unchanged.

“We keep charts on customers so they never have to remember what shades they wore or when they bought it, because we know,” Milbourne said.

The anniversary celebration drew a line at the door before the store’s 10 a.m. opening, despite rainy weather.

Early customers received free goodie bags, and the store offered discounts throughout the day. According to Milbourne, about 70% of the studio’s customers travel from outside Saint Joe.

As part of the celebration, customers wrote their names and how many years they’ve used Merle Norman on small stickers, which will be placed on snowflakes to decorate the store’s Christmas tree.

Some longtime clients, now in their 90s, have been using the products since their teenage years.

“It was always a tradition,” Milbourne said. “We still see second, third, fourth, fifth generation of girls coming in because great-great-grandma used it.”

Milbourne admitted the milestone brought mixed emotions after the COVID-19 pandemic, which forced many small businesses to close.

“I used to have survivor’s guilt,” she said. “The fact that we can say we’re almost 100 years old and we’re small is kind of just a testament to how good of a company we are.”

While no further events are planned this week, Milbourne said the store will host a customer appreciation week during the holidays, with activities inspired by 1931.

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